BADVOCATES:TROLLING FOR SOCIAL GOOD

Anna O’Brien@annaobrien

Randomactsofdata.comMarch 2012

Crises will always happen…

Because they are part of human nature

Meme: An idea that spreads from person to person within a community.

A meme acts as a unit for carrying ideas, which can be transmitted from one mind to another through communication.

Memes self-replicate, mutate and respond to selective pressure

What is a Meme?

Social Media Crisis is Like a Virus

A meme is essentially a mind virus.

Like a virus, a crisis can be unpredictable, evolve and become a dominate force quickly and unexpectedly.

If the crisis “mutates” it becomes strong and more resistant to social media “antibiodics.”

What Does Social Media Mutation Look Like?

People Are Fundamentally Self-InterestedPeople make decisions based on what is in their best interest

The overall group dynamic may effect the decision making process, but in unexpected ways

Understand what motivates an individual’s actions and you will be able to understand how to best respond to them

Herd Theory: Crisis and the Masses

When people act together as a group they can act without planned direction

Each group member reduces the risk to themselves by sticking as close as they can to the group mentality

While this looks like a group moving in mass, it’s actually a collection of self-serving individuals

Why should you care?

The global average loss from social media gaffes for business is £2.72 million.

But what causes these crises?

Disgruntled Employees

Confidential Information Leaks

General Misunderstanding

Stupid Decisions

But 76% of these crises could have been averted with ‘proper’ social media investment

The Best Offence, Is Defence

Educate Your Employees

Pay Attention to Online Discussion

Plan Ahead For A Crisis

Most importantly understand the types of common complainers…

And prevent them from escalating into crises

THE COMMON COMPLAINER CUBE

Trolls

Badvocates

Free Loaders

Fame Seekers

Solu

tion

Focu

sed

AttentionFocused

Logical

Illogical

Fame Seekers

• Driven by attention, Fame seekers will prolong a problem as long as possible.

• Individuals, organizations and causes can be Fame Seekers

• Engagement is often malicious; every action made by the brand will be exploited and twisted in the Fame Seekers favor

It’s all about me

How To Deal With Fame Seekers

1. Understand the consumer dialogue surrounding the incident; is it actually about your brand?

2. If at fault, issue a statement and personally contact the individual and make all efforts to resolve the situation; if possible play into their needs and make them the star of the resolution

3. Release a public statement on all channels; avoiding any arguments not related to the initial issue

4. Rely on advocates and media to manage the conversation further

5. Monitor the conversation and determine if an issue escalates and becomes backed by Badvocates

Fame Seekers: A Case Study

Trolls

It’s all about the lols

• Driven by amusement, a trolls sole goal is to get a rise out of a brand or organization

• A troll is usually an individual and more often then not there is no reason to interact with a brand

• The discussion is likely to be illogical and humorous in nature, rather than malicious

How to Deal With Trolls

1. Find the root cause of conversation ( this might be challenging)

2. Respond to the root issue, but do not engage in the argument

3. If possible and on brand, join in on the humor

4. Move on from the issue, focusing too much brand attention will encourage more trolling

Trolls: A Case Study

Free Loaders

It’s all about free stuff

• Free Loaders want free stuff and often will make hallow threats in attempts to achieve their goal

• You should assume that any exception you make for a free loader will be immediately communicated to every and all voucher sites

• The freeloader will be more informed about your organization than you are. Be prepared.

How To Deal With Free Loaders

1. Understand the consumer argument

2. Apologize if necessary

3. Decide if activity warrants some type of reimbursement; do not break standard company policy

4. Contact and resolve out of social media channels

5. Comment on original issue if necessary, once the problem has been resolved

Free Loaders: A Case Study

Badvocates

• Badvocates don’t’ hate the brand, they hate the way they’ve been treated.

• These individuals often see themselves as vigilantes for the consumer and feel they are complaining for the greater good.

• Badvocates will not be content with a resolution to their issue alone; they prefer to see how a brand will change its practices as a result

It’s all about respect

How To Deal With Badvocates

1. Be quick to respond; “He who talks first, wins”

2. Explain the thinking behind the original action and apologize

3. Show how your company plans to correct the issue and what steps you are taking to prevent similar mistakes in the future

4. Apologize again, and continue to listen and respond to the conversation

Badvocates: A Case Study

Thank You!